The Muscular Dystrophy Foundation of South Africa is a non-profit organisation that supports people affected by Muscular Dystrophy and Neuromuscular disorders and endeavours to improve the quality of lifestyle of its members. Time Frame was approached to produce a commercial that would increase awareness for people suffering from this disorder and which would move people to contribute towards the foundation, whether through donations or by lending a helping hand.
The Concept for the commercial was shaped around a poem, Beatitudes for Disabled People, by Marjorie Chappell, which touches on the hardships of people living with Muscular Dystrophy. The commercial had to move people but not come across as a melancholy piece and not be too light-hearted either. The final product, created on a less-than-shoestring budget, had people moved to tears at its first viewing.
The commercial will air on E-TV in 2012 and Ster-Kinekor is currently pending its decision to air it on the big screen.
For more information about the Muscular Dystrophy Foundation visit their website where you can also find out about donations.